Longstreet Clinic’s Neuroscience & Orthopedic Center
Marketing, public relations, SEO, and content creation
THE CHALLENGE
When Longstreet Clinic developed its Neuroscience & Orthopedic Center (opening its doors in late 2021), it represented something wholly unique to healthcare in north Georgia – perhaps across the entire state. By combining six specialties – neurosurgery, orthopedics, physical medicine and rehabilitation, interventional pain management, sports medicine and physical therapy, as well as a wide range of imaging – into one clinic, patients received the benefits of total care for neuromuscular and skeletal concerns (essentially anything to do with physical motion and pain of the body) without having to visit separate facilities. While there are a few similar programs in Georgia, none to date also include neurosurgery. It was an impressive undertaking that needed to be communicated to the public – most specifically to current patients, potential patients and referring physicians.
HOW WE HELPED
We developed a plan designed to inform three target audiences: Current patients, potential patients, fellow doctors and care providers who may refer patients to the Neuroscience & Orthopedic Center. To identify who to target as potential patients, we researched the demographic and psychographic attributes of the current patient base and targeted look -a-like audiences in three key demographics: Older and less active patients (55+ years) that require a quality-of-life improvement; middle-aged patients that want to stay active and move freely and pain free; and a young adult demographic of those who remain competitive and may need help dealing with injuries. We developed a comprehensive ad campaign (including placements in web, print ads, radio and billboards) and created new landing pages within the Longstreet Clinic website. We publicized the center’s ribbon cutting with local media and promoted the work done by the Neuroscience & Orthopedic Center’s providers through patient testimonials that were linked to the Longstreet Clinic website and sent in the form of press releases to regional media. We also increased the Neuroscience & Orthopedic Center’s presence on various social media platforms.
ALL IN THE DETAILS
With the help of a videographer partner, Forum put together a 30-second video commercial utilizing the Neuroscience & Orthopedic Center’s tagline, “We’ve got you covered from head to toe.” The commercial ran on streaming services and other digital platforms. We also created a radio commercial that ran on local stations, as well as digital ads that ran on regional websites, such as AccessWDUN. When it came to the Neuroscience and Orthopedic Center’s online presence, we produced a simplified landing page that links heavily to other content on the website – a page designed to drive home the advantages of having so many disciplines under one roof, as well as the uniqueness of including neuroscience in that practice. We introduce the doctors and providers involved and highlight the cutting-edge technology available to provider and patient alike. The website experienced a wave of traffic: In 5 months it reached 57,936 impressions, reaching 20,684 individuals, and driving 8,137 clicks. We also planned additional campaigns for the Neuroscience & Orthopedic Center on social media platforms such as TikTok.
